AirAsia owner launches new ‘brand entity’ to promote company

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(PHOTO: Shutterstock)

Capital A Berhad, the holding company of low-cost airline AirAsia, announced it has launched “airasia brand co.” (abc.), a new entity dedicated to further enhancing the reach and impact of its airasia brand worldwide. Led by Rudy Khaw as CEO and Capital A CEO Tony Fernandes as Chairman, abc. will take ownership of its Intellectual Property (IP) portfolio, including all brands and marks across the Capital A Group.

Rudy Khaw

With over 16 years of experience in brand management, Khaw is a seasoned brand expert who has served as the Chief Brand Officer of AirAsia and airasia Superapp where he successfully led several strategic branding initiatives that resulted in significant revenue growth. “The airasia brand has become a symbol of value, quality, and connection,” Khaw said. “Our red planes have become an icon in the Asean aviation industry; together with our brand exposure work over the last 22 years, the airasia brand has gone from a little known brand in Malaysia, to an Asean and now a global brand seen all over the world. We are thrilled to embark on this new venture and take our brand to even greater heights. Through abc., we will explore new and exciting ways to connect with people through expanding airasia’s brand influence across diverse industries, unlocking its true potential.”

Tony Fernandes, CEO of Capital A said, “The launch of airasia brand co. marks a significant milestone for all of us. The airasia brand is something we have always taken pride in – built by our Allstars, and we recognise its immense potential to go beyond aviation. I am confident that with Rudy’s expertise in brand management and his proven ability to drive growth, we will be able to find new spaces for people to express brand love and loyalty. By diversifying into licensing, merchandising, and content creation, we will set new benchmarks in brand development and extend our brand’s relevance and create meaningful experiences beyond transactions for millions of airasia fans worldwide.”

The new company will focus on the primary areas of development, including strategic brand licensing, brand collaboration and merchandising opportunities in the travel-related and lifestyle sectors, as well as content creation which will allow the brand to amplify exposure, reach wider audiences and add tremendous value to the airasia ecosystem.


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